Using Call Tracking to Optimize Conversion Rate

We’ve covered the importance of tracking phone calls when it comes to things like managing follow up and gaining valuable market insight. Perhaps even more important is the impact call tracking can have on accurately measuring your conversion rate. And everybody knows at the end of the day it’s all about converting potential clients into paying customers. If you’re not already taking advantage of this valuable tactic, here’s a brief overview of how our call tracking features can help you optimize your conversion rate.

Why Track Calls?

Some stats show a rate of anywhere from 50% to 75% of business leads that come in via phone. That’s incredible! What’s even more incredible, however, is the fact that many companies aren’t truly capturing this information and incorporating it into their conversion rate calculations. With actual conversion rates hovering around 30% of these telephone leads, you can’t afford to leave this piece of the puzzle out. If you want to accurately assess your overall conversion rate, call tracking is a must.

How?

There are a number of ways to track your phone leads with Synclio. First you can use the detailed call record feature to capture who is calling and when. Unfortunately what you can’t gather from this method is exactly what is driving these leads. That’s where our Google Analytics integration comes into play. This innovative feature allows you to learn exactly which leads are coming from which sources. You can easily and efficiently track both online and offline marketing campaigns, something that used to be nearly impossible to measure!

Now take it a step further and integrate this lead information with your regular web analytics and you’ve got a complete picture of your overall conversion rate. No more guesswork or estimation!

Is it Necessary?

In a word: absolutely! Having a better understanding of what is driving your leads and how each marketing campaign is faring can help you to efficiently streamline your marketing plan and focus on what works vs. wasting time and money on dead-end methods. So the question really isn’t ‘should I be tracking my phone calls’ but rather ‘can I afford not to?’ And if conversion rate optimization is important to you, the answer is a resounding ‘no’!

If you’re not sure how to get started with call tracking, give us a jingle. We’d be more than happy to help!

Labels: call tracking, Google Analytics, marketing

Understanding Call Tracking

We recently announced our latest feature – Call Tracking through Google Analytics Integration. Sounds great, right? Or maybe it sounds completely confusing and overwhelming. It's not - we promise.

Why Use Call Tracking?

Any business owner knows that being able to effectively measure ROI for marketing campaigns is critical. Otherwise you could be hemorrhaging your marketing spend without even realizing it. With regular Google Analytics we are able to easily track and analyze most online traffic and lead generation to see what’s working and what’s not. Yet capturing the details of what’s going on offline has always been a challenge. It was pretty much left to guesswork.

What about that ad you placed in the newspaper or that radio commercial you launched? How effective were they? How about your website? Do you know exactly which page and keyword are most effective at generating leads? What percentage of phone calls coming in is a direct result of those efforts? If you don’t know then how do you know if you’re wasting your valuable money?

Synclio’s Google Analytics Integration takes the guesswork out of offline marketing by allowing you to designate unique phone numbers to each marketing campaign. You can then accurately measure exactly which methods are producing the best results.

How Does it Work?

It’s really not as complex as you may think. Do you have a Google Analytics account? Can you add a snippet of code to your website? Great! Here’s all you need to do to get started:

1. Sign up for a paid account at Synclio.com.
2. Select unique toll-free or local phone numbers for each campaign, ad, ad group, keyword or offline ad (i.e. print, radio, etc.) that you would like to track.
3. Provide Synclio with your Google Analytics account ID and domain name. For more detailed call tracking you also have the option to provide Synclio with the source, campaign, content, term and method that corresponds with each phone number.
4. Assign a unique phone number to each online source that refers traffic to your website and paste the code on your website.

Painless, no? See - we told you! The best part about it is that with Synclio you won’t have to worry about dishing out an arm and a leg to reap the benefits of this feature – a hurdle that has kept many small businesses from getting on board with call tracking. And don’t worry about all those different phone numbers floating around. When a caller dials the tracking number they will automatically be redirected to your main contact line. The caller will have no idea that they are being redirected – it’s all completely seamless.

Once you’re up and running you will be able to see the number of phone calls you receive within the content section of your Google Analytics account, right alongside the number of page views you’ve received. Voila! You’re now able to gain valuable insight into your marketing efforts that was previously all but unattainable. No more guesswork.

We already posted this but in case you didn't see it, here's a handy dandy video to help you better understand this powerful new feature and how it can benefit your small business.

We’re really excited about this new feature and hope you are too! Let us know what you think!

Labels: call tracking, Google Analytics, small business